Matt FarnhamHeartland Bank Australia’s Turn Someday into Today campaign has been named a national finalist in the Marketing Strategy category of the 2026 AMI Marketing Excellence Awards.
This recognition means a great deal to me because the campaign was one of the first major pieces of work I led after joining Heartland to establish and build out the marketing function. I developed the original strategy and creative concept, then led the work through creative, media, digital, customer communications and employee engagement.
The campaign was built around a simple idea: many older Australians are asset-rich but cash-poor, with meaningful plans sitting on a long “someday” list. Rather than leading with product features, we focused on the life a reverse mortgage could help support, from improving the home and travelling to helping family or creating more flexibility in retirement.
The strategic challenge was to reframe reverse mortgages away from being seen only as a last resort and towards a considered option that could support greater choice, confidence and control. That meant balancing a more positive and human story with the care and responsibility required when marketing a complex financial product.
Being named a national finalist is especially meaningful because the recognition is for the strategy behind the work, not only the final creative. It reflects the thinking that shaped the campaign, the role it created for the brand and the way the idea was carried across advertising and the wider customer experience.
The final outcome is still to come on September 11 2026, but I am already proud to see Turn Someday into Today recognised alongside some of the strongest marketing strategy work in Australia.
Read the official announcement here.
